In the studio this week… A new logo design for Leda Sammarco

How appropriate that whilst the lovely Leda Sammarco and Elizabeth Cairns are upstairs in our studio running an authentic writing workshop that I’m sharing Leda’s new brand identity with you! Spooky eh?

Let’s start by taking a look at where Leda’s identity has come from. Leda is an utterly wonderful, very dilligent and devoted writer’s coach. She specialises in the mind, body, spirit area of the market and approached us looking to have a brand new logo design created to communicate her ambitions for her business.

Leda’s Current Website:

Leda’s current website has a mixture of a muted (Summery) background green in the header, clunky font in the logo and bright, Spring-like image. Actually she’s an Autumnal person through and through and hopefully you’ll see from the gorgeous logos below how that translates.

The overall brief was to create a professional new logo that communicates Leda’s values of authenticity, passion, creativity and trust.

Concept One

Knowledge and wisdom.

The owl illustration represents wisdom and has a simple, iconic style which is friendly and approachable. Another distinctive feature of the owl is it’s ability to see through 360 degrees which we felt was a great reflection of your all round service. Here is the logo in context.

Concept Two

Concept two is all about the journey you take when writing a book.

The quill is designed as a literal representation of your business and the font has oodles of personality and passion. The compass used on the stationery represents direction and guidance and although it isn’t part of the logo itself it extends and enhances the brand identity as a whole.

We have altered the strap line on this concept so that it is more fitting with the concept of direction and making a journey. Here are the logos in context.

Concept Three

The typewriter represents traditional values and the physical act of typing accentuates the emotion of writing a book. Here’s the logo in context

Caroline and her team have presented three really strong logo concepts to work from. My personal favourites are numbers one and three, but I do love the colours in concept two. What do you think?

And the finished article…

Gorgeous eh? Leda has been an absolute joy to work with. Very considered in her approach and her feedback and just as passionate as us about getting this right. Can’t wait to work with you on the next steps Leda!

5 Comments

How on earth do I get my grubby mits on that glorious orange typewriter. I love it.

Team Flourish have done a great job with this brief – 3 really strong contenders, and a great final logo. That owl is fantastic. Sometimes I go straight to your concepts before reading about the client – to see what I think and feel about the brand you are presenting for them. Before I read anything about what she did, I was really drawn to whoever was behind them. That’s the mark of some great design, right?